What is Dollar Shave Club and How did it start?
Dollar Shave Club was founded by Mark Levine and Michael Dubin. Michael Dubin is the one featured in most of the company’s commercials. Levine and Dubin met at a party and were frustrated with the current options in the marketplace, the company was launched in July of 2011. Dollar Shave Club has raised a total of just under $100 million dollars of Venture backed funding, so the company has plenty to work with to grow the company. Today, the company is worth in the hundreds of millions of dollars and according to Business Insider, the company was worth around $600 million dollars back in July.
Dollar Shave Club is Marketing Gold
In March 2012, the company launched a video entitled “Our Blades Are F***ing Great” featuring CEO Michael Dubin. The video was responsible for over 12,000 orders in day after it was released, and has received over 20 million views as of October 2015.
Dollar Shave Club Ad Spend
While the company creates their YouTube videos for very little, they have spent a reported $5M on TV advertising over the past calendar year. The company has promoted their products through several media outlets including social media giants, facebook and twitter. With the funding and sales, why not right? They constantly deliver ads against the razor giant Gillette and why shouldn’t they? They are cheaper and might be better blades… to be continued.
The main Twitter ad that I have seen is this one to the right, this is their standard, middle razor blades for $6 and this is after you buy handle initially, which is around $4. This is true, $18 is about the bottom line price for any of the decent Gillette razor replacements. It is ridiculous and probably a large reason why Dubin and Levine started the company. I have already recommended Dollar Shave Club to several others, where they give you a $5 off your next box. It has saved me money for sure, more on that later, but this advertising and clever advertising I should say has been very powerful for the company. There is definitely a strong ROI there and Gillette has never been challenged until now.
What are the Razor Options from Dollar Shave Club?
They have 3 options for razors(handles). They have “The Humble Twin”, which is $1 each and is a great basic shaver. The razor features 2 stainless steel blades, 5 cartridges per month and has a lubricating strip for those basic shaves. This basic version is $1 a month, but ships for $2. The second and middle option is “The 4X”, which features four blades. I would bet that most choose this as did I when I first ordered, more on that later. The razor comes with the 4 stainless steel blades, 4 cartridges per month and would compare to the Gillette Mach 3 blade. The 4X is $6 a month for the replacement cartridges and ships for free. The top blade they offer is “The Executive” and it is $9 a month for the cartridges and also ships for free. This top of the line razor features 6 stainless steel blades, 4 cartridges per month and comes with a special trimmer edge built in for the professional.
My Review of Dollar Shave Club
Like I mentioned in the title, I have a bald head. I do end up going through razors faster, thus the higher the cost. I figured I would give the company a try after hearing about their marketing prowess and seeing several of their promoted ads on Twitter. I started with the 4X version and it worked well for me at first, especially on my face. It was a great shave and I would recommend this razor to anyone. I had a problem though. I ended up taking a divot out of the back of my head. I had never done that with a Gillette razor, the Dollar Shave Club razor is heavier and it was new to me… So I ended up upgrading to the Executive and I haven’t looked back. The Executive is a great handle, razor and blades. It is my current razor of choice, goes smooth on my head and is the best shave I’ve ever had. I would recommend you go with the Executive if you have a bald head. I shave my head every day, so I need a razor that performs and this one certainly does. If you are bald, go with the Executive right away, it isn’t even worth trying out anything less. It is still a huge savings from any Gillette razor and it has worked great for me. Now, I have referred several people that are not bald and many have been happy with the 4X, so giving Dollar Shave Club a try is definitely worth your time and costs you the price of one cup of coffee a month.
Check them out today!